Forrester vs MarketsandMarkets

Forrester’s 2027 European Predictions: Despite A Strong Desire To Regain Its Digital Sovereignty, Europe Will Selectively Reset, Not Sever, Key Technology Relationships

New AI sovereignty and platform governance rules will signal strategic intent but deliver limited near-term impact According to Forrester’s (Nasdaq: FORR) 2027 European predictions, unveiled today at Forrester’s Technology & Innovation Forum EMEA, Europe will enter 2027 determined to recover its digital autonomy, but the gap between its ambition and control will widen.

Forrester: Aligning Customer, Brand, And Employee Experience Emerges As The Critical Driver Of Growth For Banks In India

This year’s Total Experience Score rankings reveal progress for India’s banking industry, but employee experience gaps may limit future differentiation and growth. NEW DELHI, SEPTEMBER 28, 2026 — Forrester (Nasdaq: FORR) today announced findings from Forrester’s India Banking Total Experience Score Rankings, 2026, revealing that banks that effectively align customer experience (CX), brand experience (BX), ...

AI Gap: Context is Key, Only 30% Ready

A MarTech article discusses the gap between AI adoption and readiness in marketing. Gartner's 2026 CMO Spend Survey shows CMOs allocate 15.3% of budgets to AI, but only 30% report mature AI capabilities. Forrester found 88% of B2B marketing organizations have adopted AI, yet face strategy, measurement, and infrastructure challenges. The author argues that as AI automation speeds up execution, competitive advantage shifts to proprietary customer knowledge and context. Companies must preserve organizational memory, document decisions, and connect siloed data to feed AI with better context. IDC predicts 62% of demand gen will be AI-led by 2028. Gartner also reported 49% of U.S. consumers believe GenAI worsened content quality, increasing pressure for credible, high-quality content. The article advises marketing leaders to build systems that capture knowledge and enable continuous learning, turning proprietary experience into a competitive moat.

• Gartner's 2026 CMO Spend Survey: CMOs allocate 15.3% of marketing budgets to AI, but only 30% are ready to scale.
• Forrester reported that 88% of B2B marketing organizations have adopted AI tools or developed their own.
• IDC predicts 62% of traditional demand generation will be AI-led by 2028.

XDR Market to Reach $38.09 Billion by 2031

A new report from MarketsandMarkets projects the Extended Detection and Response (XDR) market to grow from USD 10.98 billion in 2026 to USD 38.09 billion by 2031, at a CAGR of 28.2%. The growth is driven by increasing complexity of hybrid and multi-vendor IT environments, which require integrated visibility across endpoints, network, cloud, email, and identity. The report highlights that the services segment will grow at a CAGR of 29.5%, while open/multivendor XDR is expected to grow fastest among platform types at 30.3%. North America is expected to account for the largest market share in 2026. Key vendors mentioned include CrowdStrike, Palo Alto Networks, Microsoft, Cisco, and SentinelOne. The report also notes recent M&A activity, such as Palo Alto Networks' acquisitions of Console and Koi, and SentinelOne's acquisition of Observo AI.

• XDR market projected to grow from USD 10.98 billion in 2026 to USD 38.09 billion by 2031 at a CAGR of 28.2%.
• Services segment expected to grow at a CAGR of 29.5% during the forecast period.
• Open/multivendor XDR segment projected to grow fastest at a CAGR of 30.3%.

Clinical Trial Supplies Market to Reach $8.95B by 2031

MarketsandMarkets forecasts the clinical trial supplies market to grow from USD 5.60 billion in 2026 to USD 8.95 billion by 2031, at a CAGR of 8.9%. The report highlights logistics and distribution as the largest service segment, small molecules as the dominant molecule type, and oncology as the leading therapeutic area. North America accounts for over 41.4% of global revenue. Key drivers include rising clinical trial numbers, increased R&D spending, and decentralized trial adoption. The report also details major M&A activity, including DHL's acquisition of CRYOPDP and UPS's acquisition of Andlauer Healthcare Group, reflecting consolidation in cold-chain logistics.

• Market projected to grow from USD 5.60 billion in 2026 to USD 8.95 billion by 2031 at a CAGR of 8.9%.
• Logistics and distribution held the largest service segment share of 27.2% in 2025.
• North America accounted for over 41.4% of global revenue in 2025.